| | August 20218For years, the Indian fruit & vegetable supply system was stagnant. Covid-19brought in some drastic changes. Issues like border restrictions, restricted trading within mandi, non-availabil-ity of transport, increased freight cost, distress sale and delayed payments got amplified during this crisis. While the governments were taking decisions to prevent Covid, they were equally vigilant on distress of the farming sec-tor. There were a slew of quick decisions on the part of the government which brought in path breaking changes. The consumers' preferences were also changing dramatically and the new trends emerged. 1- DEMAND FOR IMMUNITY BOOSTING ITEMS-The demand for items like Amla, Lemon, Ginger, Garlic, Turmeric, Giloy, Jammun has grown multifold. Amla pulp demand has gone up by 10X. Haldimilk & Haldi ice creams are the new range of product on the immunity platform. As per Nielsen's survey, the trend of staying at home and eating home-cooked meals (Gharkakha-na) would continue. So also the demand for immunity boost-ing fruits and vegetables would continue to remain high. Many meat substitutes or the vegan- meat (Jackfruits & Soya) are replacing the non-veg component of popular burgers and pizzas. FSSAI (Food Safety Authority of India) too has recom-mended 6 foods (Amla, Orange, Papaya, Capsicum, Guava and Lemon) rich in Vitamin-C to boost immunity during this pandemic.2- DEMAND FOR ORGANICS ON RISE- Organics had a dormant de-mand for years, but today these are also getting traction. As per retailers voice the incrementalcustomers'addition,during the pandemic is 50% more. Consumers are looking for long-term immunity solutions. Many cancer patients have per-manently shifted to organic foods. Organic vegetable wash- Neem wash (ITC), Veggie Clean (Merico), Saafoo (Cevinkare) were launched during the pandemic to improve Fruits and Vegetables hygiene.EMERGING TRENDS ON FRUITS & VEGETABLES SUPPLY CHAIN & MARKETINGBy Mihir Mohanta. ,General Manage (Supply Chain), Mother dairy."MihirMohanta has worked for more than 28 years in the sourcing & supply chain function in the agri-food industry. He has a varied experience in the entire food-chain from crop production, procurement, food processing as well as food retailing. He has rich organizational understanding as he worked in multinational companies (PEPSICO), cooperative (OIL ORISSA), private (ADITYA BIRLA) as well as quasi-government (MOTHER DAIRY) organizations.His commodity experience spans across a host of commodity categories like cereals, pulses, spices, edible oil & flavors. His latest & most challenging assignment is managing fresh Fruits & Vegetables supply chain.VANTAGE POINTMihir Mohanta,General Manage
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